Ann Hatch is district director of media relations for Dallas County Community College District, the largest undergraduate institution in Texas. Previously, Hatch was director of news and information for Texas Woman's University. She also held positions in university and media relations at Auburn University in Montgomery, Ala. Before beginning her 25-year advancement career, Hatch worked as a reporter for two newspapers in Alabama. She can be reached at ahatch@dcccd.edu.

You have served as district director of media relations for DCCCD since 2001. What do you like best about your job?
My job changes from day to day and hour to hour. I always laugh when PR students who attend area universities call to ask me what my "typical" day is like. No such thing! However, I track as much news as possible related to issues that affect higher education, both long- and short-term.

One aspect of my work that I truly enjoy is talking to people-faculty about their work and research, students about their lives and aspirations-because I learn something new every day. That keeps me going and keeps my mind stimulated.

Additionally, turning those stories into news that can positively affect people's lives is exciting, and the strategy for placing them-which reporters, which outlets, which angles-keeps me on my toes all of the time.

As an expert in media relations, what have you found to be the best way to reach out to reporters?
Ways of building and maintaining relationships with reporters seem to have changed during the years as news and technology have changed. As a former reporter-turned-flack (so named by a new owner at the newspaper where I had previously worked), I started my career making personal visits (every two weeks) to TV and newspaper reporters to keep them up-to-date on what was going on at my university, located in a small-to-medium market. When I moved to Dallas, that approach changed drastically for television, but I kept up with phone calls and lunch visits, plus faxes and e-mails, as those methods became available.

However, I still find that the occasional phone call and Dutch-treat lunch keeps the best relationships alive and thriving-as well as honesty, integrity and accuracy-whenever I deal with a member of the news media. And learning the new technologies that reporters use is important, too, as well as keeping up with the ways they most prefer to be contacted. Make their lives easier but be professional!

How has your training as a journalist helped you in your media relations work?
My experience as a reporter has bridged my career from newspapers to media relations. Deadlines, interview skills, journalistic ethics, plus spoken and unspoken rules of the profession, all started with my journalism classes and then my work as a reporter. I have found that members of the news media relate better to news/PR people who are former reporters. They respect the fact that you know and understand their jobs. Reporters know that I will provide them with the kind of details they need in a timely manner so that they can meet their deadlines. They also understand that I only send something I consider newsworthy and worthwhile. Wasting their time and mine is unprofessional.

What do you think is the most pressing problem facing public relations professionals today?
As the very nature and fiber of the news media change on a daily basis, I think the threat of seeing newspapers vanish as we know them-as well as the journalistic principles and ethics that are part of that world-is alarming.

While citizen journalists play a role in communication as technology progresses, we desperately need formally trained journalists to carry that profession forward. Otherwise, no one will be left to tell a complete, comprehensive story on education or any other field, for that matter. TV doesn't have the time and newspapers are beginning to lose the space to tell higher education's story.

Finding new and meaningful ways to share our story is the most pressing problem for public relations professionals today. We can use tools like Twitter and Facebook to start the buzz, but we really need other outlets for more complex issues.

How has CASE membership influenced your career?
As a member of CASE (Districts III and IV), I have learned that CASE really stands for colleagues, assistance, support and enthusiasm. The organization, particularly at the district level, has given me an opportunity to cultivate a network of colleagues and friends I can count on when I face challenges, victories and tough times. CASE members are full of ideas, experiences, encouragement and enthusiasm. They welcome newcomers, support colleagues and commiserate with one another. The friendships, advice and practical experiences I've received as a volunteer for CASE-which, in turn, have enhanced my work-are the best part of CASE. I will always treasure those friends and experiences.

This article is from the June 2009 issue of BriefCASE.
Please share your questions and comments with Pam Russell via e-mail at russell@case.org or by telephone at +1-202-478-5680.